Five simple steps to developing a digital marketing strategy - Digital DNA
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Andi Jarvis's presentation from Digital DNA in Belfast. Covering the A STAR model of digital marketing, this presentation shows the key steps in producing a digital strategy.
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Five simple steps to developing a digital marketing strategy - Digital DNA
- 1. Five simple steps to developing a digital marketing strategy
- 2. Andi will walk you through a five-step process for creating and delivering digital marketing strategies that perform. This model, known as A STAR, is used by The Tomorrow Lab with clients from global multinationals to small local firms and is a proven way of delivering ongoing successful digital marketing strategies. @andijarvis @thetomorrowlab
- 3. @andijarvis @thetomorrowlab Andi will walk you through a five-step process for creating and delivering digital marketing strategies that perform. This model, known as A STAR, is used by The Tomorrow Lab with clients from global multinationals to small local firms and is a proven way of delivering ongoing successful digital marketing strategies.
- 4. @andijarvis @thetomorrowlab Five-step process Systematic, methodical, repeatable Strategies that perform Otherwise, what’s the point? A STAR Because we love a cheesy name Global multinationals to small local firms Something for everyone Ongoing successful Being good once isn’t enough
- 9. Audit
- 12. Strategy
- 24. Tactics
- 42. @andijarvis @thetomorrowlab “We are entering interesting new territory in which small, cool startup brands with a back-story, distinctive founder and a proper brand mission are now seriously threatening the global behemoths” Mark Ritson Consultant (Brand Doctor), Professor (Melbourne Uni) Columnist (Marketing Week), Cynic (Freelance)
- 47. Activity
- 53. Results
- 59. @andijarvis @thetomorrowlab • Give me six hours to chop down a tree and I will spend the first four sharpening the axe. • Tactics without strategy is the noise before defeat • Don’t confuse good tactics with good luck • Don't believe everything you read on the internet just because there's a picture with a quote next to it • Half the money I spend on marketing is wasted; the trouble is I don't know which half.
Editor's Notes
- Blurb on website for DDNA
- What are the important bits
- What are the important bits
- My favourite subject! Jobs Background Education
- Logos
- What does A STAR stand for Want to make this interactive (groan) so using quotes to bring it to life. Five will be used, 4 will be made up, even though you’ll believe them. Prizes for people who can guess the real and smell the bullshit
- This felt like a complete waste of 75 minutes! You all signed up, so you understand the critical case for digital
- Big Abe He never said it…
- 5 minutes on the 7Cs Improtance of auditing at the start of the process Why our 7Cs is better than the Virgin one! CLEVER MARKETING CAN’T MASK DEFICIENCIES IN YOUR ORGANISATION
- Sun Tzu Use the same 7 sections, but lay it all out Loads of people want to rush into tactcs at this stage – what shall we do on Facebook / building a PPC campaign But hang on!
- Expedia – backdrop of terrorism around Europe has severely affected international travel Charlie Hebdo Bataclan Belgium airport attacks Macro economic and global issues affect your business > factor that in your strategy
- Answer for Expedia Ireland was focus on domestic travel Make Expedia go to place for domestic travel Reposition site from transactional to content for the site Still has a clear CAPITAL goal > more holidays
- I’m a big fan and regular user New packaging by P/BE Challenge was to build awareness > and sell more units
- Took this strap line and extrapolated What if live fast, love fast beauty wasn’t just a strap line, but a way of life? This was thought process was influenced by a primate
- 2007 – Cadbury’s Gorilla Ad
- 2007 – Cadbury’s Gorilla Ad
- Here’s what you may have missed at the beginning Traces it’s family tree back to Cadbury’s
- Recognise it from anywhere? All over the product Cadbury’s since… forever
- Back to life fast as a way of life… Pizza girls are my favourite… every girl I know lies on her bed in her pants eating pizza with a mate Coming up with a nice idea wouldn’t cut it – strategy had to have a great tactical implementation
- Use the same 7 sections, but lay it all out Loads of people want to rush into tactcs at this stage – what shall we do on Facebook / building a PPC campaign But hang on!
- Big up Jess Tactics we picked Driving awareness and engagement to put Tantastic top of mind TTLP focused on influencers > What is one? ANYONE with a following But not all are equal
- TTLP focused on influencer marketing Tiered approach Had access to Thalia Heffernan Niamh Webb O’Rouke > Losuie Cooney > Lauren Arthers > Tiff Brien > Dervla Toal
- Word of warning when picking influencers to work with. THINK
- Personally… I think everyone at KFC and their agency should be taken outside and shot for this Bizzle is a natural communicator and they’ve made him look as wooden as Rory McIlroy Plus… anyone know Mr Bizzle’s most popular song – joint highest position and most weeks on chart? https://www.facebook.com/KFC.uk/videos/vb.114581942646/10154564798047647/
- He loves Nandos so much… His fans love the line so much… he pulls up the track after that line and repeats it! https://youtu.be/mm85wivOc9M
- When creating a plan make it visible… make it accountable Individual or team Name, content and deadline – where everyone can see it!
- Move from tactics to activity… think about how you’re going to stand out Look for gaps, opportunities, chances to find your “inch” Talk about “finding your inch”
- http://www.internetlivestats.com Not to show you how well I can use the internet… just to show how much shite there is online! Number of tweets per second Moe or less than 10k >>>> 7637
- YouTube video VIEWS not uploads in 1 second More or less than 10,000 69,502
- Instagram posts per second More or less than 10,000? 785
- Google searches in 1 second More or less than 10,000 60,677
- All theses stats show is the internet is awash with SHITE This is the backdrop you are creating content in > how can you stand out from the shite
- Understanding what happens with the industry and trying to stand out
- Worth looking at other industries There’s a view that more money = better marketing. So here’s an example from one of the biggest spending sectors in the country 1 Barclays 2 PBS 3 Ulster Bank 4 Nationwide
- Perfume industry 1 j’adore – Dior 2 Shalimar 3 Armani 4 Juicy Couture 5 Taylor Swift!
- Car industry 1 Volvo 2 Bentley 3 BMW 4 Porsche 5 Citroen
- I <3 Ritson My sort of cynic.
- I’ve lost count of the number of new cool fashion brands who have called us for help and disappeared within a few months Brutal market Met David at POV the other week
- Simple idea. Helping the homeless Driven by passion That’s Outside In’s inch 4 Ps of marketing… whats the first P - product
- Like I said earlier…
- Find you inch.
- This felt like a complete waste of 75 minutes! You all signed up, so you understand the critical case for digital
- Sure, that’s great Andi, but what about those of sell perforated plain paper Eifel Tower Bondi Beach Time Square Perspective photo
- As well as creating routes and plans with links to hotels and car hire Video to showcase Ireland as a dsestination
- Feature: 10 minerals v 15 minerals Advantage: Quick absorbing and overnight developing Benefit: look amazing with a beautiful glow
- This felt like a complete waste of 75 minutes! You all signed up, so you understand the critical case for digital
- Engagement went through the roof on social More importantly – this thing began to ring Sales team got 40 appointments, including 1 company they’d been trying to get into for years And sales are in the hundreds of thousands
- 1.6 million reach 83k engagments – not even sorry about that pic
- John Wanamaker
- What does A STAR stand for Want to make this interactive (groan) so using quotes to bring it to life. Five will be used, 4 will be made up, even though you’ll believe them. Prizes for people who can guess the real and smell the bullshit
- Big Abe He never said it…